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Creative Conceptions is recommending that adult retailers maximise the opportunities offered by the current ad campaign from Durex, which will see the manufacturer spend £2.4m to promote its Pleasure Ring and Invisible Condom. Creative Conceptions is the exclusive distributor to the UK adult sector for Durex products, and the two firms have created a range of eye-catching POS materials and window stickers (pictured) to support the launches.

Creative Conceptions’ Jane Bowles said: “It’s not often that a major brand spends £2.4m on advertising products that adult stores stock. Yes, mainstream retailers such as Boots and Morrison’s will be stocking the new lines as well but they won’t be publicising them. Adult retailers can use the window stickers to let passing trade know they have the new lines, encouraging new customers in-store.”

One of the first adult retailers to support the initiative was Harmony, which had a ‘Durex window’ installed in its Oxford Street branch on 18th April (pictured). Banners are also available for online traders.